Velocity, ViacomCBS’s branded-content unit, has created a campaign that co-promotes season four of MTV’s Siesta Key and the Summer Box from direct-to-consumer marketer FabFitFun.

Kelsey Owens, a star of the reality show, is featured in a spot urging people to try FabFitFun and tune in to the show. The spot starts appearing on MTV Wednesday.

She also is the main character in behind-the-scenes footage from the commercial shoot. The footage will air as an in-show integration during episode 11 of Siesta Key on July 28.

A feature on Owens will run in FabFitFun’s quarterly magazine, which is included in the Summer Box, and Owens will share other messages about FabFitFun via her Instagram. 

Way back in 2018, Owens appeared in a Siesta Key promotion for free Taco Bell tacos during the World Series.

Direct-to-consumer brands have been increasingly turning to television to boost their popularity beyond their initial boost they get from social and digital media exposure. The campaign for FabFitFun is designed to leverage the full breadth of MTV’s marketing muscle, including on-air programming, social media and talent.

In the spot, Owens said she’s excited to be working with FabFitFun because it’s a female-founded company. She adds that it has products for all the things she does in Siesta Key. The spot offers FabFitFun’s Summer Celebration Box for just $24.99 with the promo code SIESTAKEY. It also alerts viewers that new episodes of the show appear Wednesdays at 8 p.m. ET.

Mobile banking platform N26 on Tuesday launched a new marketing campaign developed with ViacomCBS’s branded content studio Velocity.

The “Money in Motion” campaign features comedian Jimmy O.Yang from Silicon Valley in three 30-second videos showing how he can use N26’s tools to control his spending in an empowering, stress-free manner.

“We set out to create a banking experience that is designed to give you confidence and fit your life, and we’re thrilled to be working together with ViacomCBS’ Velocity and Jimmy O. Yang to help tell that story,” said Patrick Stal, global VP of marketing at N26. “ViacomCBS leads with its reach among 18-34 year olds, a key demographic for N26, presenting a natural synergy with our key customers and an opportunity to introduce them to our brand as the mobile banking platform that allows them to live and bank their way.”

The campaign is running across ViacomCBS’s cable networks and as pre-roll and mid-roll ads on ViacomCBS’s digital platforms. N26 will also distribute the ads via organic and paid social median and on a campaign landing page.

"Every banking app I've used is clunky and banking just seems so outdated in this day and age,” said Yang. “N26 is a slick new banking app that can help people save and keep an eye out on their spending, and they got some pretty awesome exclusive deals that are actually cool and relevant."

Discovery Inc. On Black Friday (Nov. 23) rebranded its seven-year automotive-themed network Velocity as MotorTrend Network, trading on the leading information-based automotive media brand’s 70-year history. Building on a 2017 joint venture between Discovery and MotorTrend owner The Enthusiast Network, the new MotorTrend Network will continue to focus on delivering automotive content to enthusiasts and viewers — including such Velocity staple shows as Bitchin’ Rides and Barrett-Jackson Live — not only through the linear channel but also over-the-top with MotorTrend’s $4.99 per month subscription video-on-demand service. MotorTrend Network president Bob Scanlon spoke with senior content producer, programming R. Thomas Umstead about the rebrand and plans to play in the OTT space. An edited version of the interview follows.

MCN:What is the strategy behind Velocity’s rebranding to the MotorTrend Network?

Bob Scanlon: A year ago, we actually signed an agreement to do a joint venture in which Discovery contributed the linear network Velocity and the investment group that owned The Enthusiast Network committed its properties. So the JV ended up as what is now the MotorTrend Group. The decision was made along the way to leverage the awareness of the MotorTrend brand and to flip the Velocity brand … The other piece of it that was that in addition to the 70-year history of MotorTrend, this group had already started a a fledgling direct-to-consumer play through the MotorTrend app. They had already moved into some video production and video content play in the digital space, so they had a toe in the water. That was attractive to Discovery corporately as a way to diversify to get into the direct-to-consumer business.

MCN:How will you convey the message of the rebrand on air?

BS: What the marketing department has come up with at Velocity is a campaign that’s called the Legacy campaign, where all of Velocity’s well-known talent are on camera individually talking about the impact that either MotorTrend or Hot Rod magazine or Automobile had on them over the course of their lives. The implied message is that we’re still here: All of these shows and talent that the Velocity audience has been so loyal to and come love [are] staying, but it’s just a new name and a new brand.

MCN:Prior to the rebrand, how would you have defined the Velocity brand and its ratings performance?

BS: The performance is what we’re most proud of. The quarter that we’re in will be the 25th consecutive quarter since we launched where we’ve shown ratings and delivery growth on Velocity. In this industry right now, that kind of growth is unheard of. It was that performance that convinced the senior executives at Discovery to say that this is a category that could really work going direct-to-consumer because they are so passionate.

MCN:You mentioned MotorTrend’s direct-to-consumer app. How many subscribers does it currently have, and how will Velocity content be integrated into the OTT service?

BS: The MotorTrend app is currently just north of 200,000 paying subscribers and it costs $4.99 a month. On the programming side, some of it is original programming that the MotorTrend group has developed. Going in, they had a couple of shows, including one called Road Kill that started on YouTube before migrating behind the paywall. The play for us now strategically is that all of the series on linear will premiere on the app … so you get the opportunity to see it first and see it without commercials on the app and then, a couple of weeks later, it will show up on linear. We’re also leveraging the linear talent from Velocity to do more short-form, digital-only pieces that are more insightful and specialized to show a different side of the personalities. We’re trying to make stuff that only appears on digital, which we hope will be provide more of an incentive for people to actually subscribe.

Discovery Communications has unveiled the first installment of its multipronged direct-to-consumer strategy, partnering with motorsports publisher TEN: The Enthusiast Network, home of Motor Trend magazine, with auto-focused Velocity in a deal that will bring exclusive on-demand content to subscribers.

Discovery first talked about the strategy last November, shortly after the launch of its Discovery Go app. Along with that authenticated online version of its linear content (which is also tied to an existing multichannel video programming distributor subscription), Discovery also hatched the direct-to-consumer plan. Velocity is the first network to try the model.

Discovery is essentially forming a new venture with TEN — TEN: A Discovery Communications Company — led by Discovery chief content officer Paul Guyardo. Velocity executive vice president and general manager Bob Scanlon will become president of Velocity and TEN video content after the deal closes later this year.

“The overall strategy is to raise the awareness of some of the content that TEN is currently creating on different platforms,” Scanlon said in an interview. “On the Velocity side, the intent is to leverage our talent — the face of Velocity — [and their] popularity, that trust and expertise to create what I call content from the cutting-room floor.” Scanlon added that content would be more process-oriented, offering deeper dives into aspects of certain shows on-demand for a price. For example, on Velocity’s popular Bitchin’ Rides, an episode where the crew installs an engine into a vehicle could be shown in greater detail on-demand.

Scanlon added that the move is about tapping the rapport and trust the talent has built with the audience, “to convince them this content is legit, it’s OK and it’s stuff that you’re not going to get on Velocity. It’s really in the weeds for true enthusiasts.”

Scanlon said it is essential that the content provides something to viewers they can’t get anywhere else. But the segment seems ripe for the kind of detailed content Velocity wants to provide.

Packaging and pricing for the offerings haven’t been decided yet, but Scanlon said he has other ideas for the service as well, including taking a page from the traditional TV playbook.

“I’ve got some other ideas about creating the idea of appointment viewing behind the paywall, a show that would really require viewers to tune in at a certain day and time in order to see something time-sensitive,” Scanlon said. “That increases the value.”

Discovery Communications has formed a joint venture with automotive magazine publisher and content provider TEN: The Enthusiast Network, pairing its Velocity pay TV network with iconic industry brands like Motor Trend to create an offering that will encompass all screens and platforms.

The deal comes just days after Discovery agreed to purchase Scrpps Networks Interactive in a deal valued at $14.6 billion.

The deal appears to be the first step in Discovery’s previously announced plan to offer direct-to-consumer programming. The new venture – to be called TEN: A Discovery Communications Company – will be headed by Discovery Communications’ chief commercial officer Paul Guyardo, who will become chairman and CEO of the venture in addition to his current responsibilities. Also leading the new venture will be Scott Dickey, president of TEN, and Bob Scanlon, who will be appointed president of Velocity and TEN Video Content. Both Dickey and Scanlon will report to Guyardo.

TEN has more than 20 brands across the automotive space in addition to Motor Trend, including Hot Rod, Roadkill and Automobile. The venture will create a top automotive media company in the U.S. and an unrivaled destination for automotive enthusiasts, auto buyers and advertisers looking to reach this high-quality audience on all screens and platforms. Discovery will take a majority controlling interest in the venture.

“Continuing with Discovery’s strategy to reach superfans on all platforms in popular and durable content categories, this joint venture brings together the most trusted media brands in the automotive industry to create a multiplatform business with the reach, talent, and consumer insights to nourish car enthusiasts on all devices,” Discovery CEO David Zaslav said in a statement. “By combining popular brands like Motor Trend, Hot Rod and Velocity, this venture will create a content engine that fuels not only our linear platform but also new direct-to-consumer, social and mobile opportunities with the goal of owning the car vertical across all platforms.”

The new venture also is expected to give advertisers a unified offering with a combined reach of more than 150 million automotive superfans and car buyers, proven expertise in the branded content space, as well as sophisticated audience targeting capabilities.

While TEN’s print businesses will not be contributed to the new venture, a commercial agreement will allow for continued cross-promotion between the print portfolio and the new venture for a true multiplatform, 360-degree advertising offering.

“This venture is about giving advertisers the quintessential way to reach auto enthusiasts, prospective car buyers and an affluent male audience that buys a lot more than cars,” uyardo said in a statement. “It’s also about giving consumers OTT access to world-class automotive content on every screen.”

As part of the venture, Discovery will add Velocity content to TEN’s Motor Trend OnDemand subscription video on demand (SVOD) service. Motor Trend OnDemand will feature thousands of hours of automotive video, including exclusive original series, such as Roadkill, Head2Head, Dirt Everyday and Ignition alongside motorsports and live auto event content. Motor Trend OnDemand also will offer new, original content featuring some of the best-known talent from series across TEN and Velocity, including Wheeler Dealers, Bitchin’ Rides, Barrett-Jackson Live, Fantomworks, Speed is the New Black, Iron Resurrection, The Auto Firm with Alex Vega, and Garage Squad, and will be available across connected devices via IOS/Apple TV, Google Play, Roku, Xbox, Chromecast and Amazon platforms.

“Velocity is the fastest growing network on cable since launching in 2011 and is the #1 television destination for automotive super fans, with a stable of experts and personalities that represent the most respected names in the car world,” Scanlon said in a statement. “By combining Velocity and TEN’s high-quality content, wide-reaching talented hosts and comprehensive production expertise, we are creating a powerhouse of short-, mid- and long-form content for the passionate and growing base of automotive super fans in the U.S. and around the world.” 

In the future, TEN has an option to put its stake in the venture to Discovery at fair market value. Discovery will have an option to acquire 100% of the new venture.

TEN is a portfolio company of GoldenTree Asset Management LP.

Velocity will roll out more than 400 hours of original content over the next year including several new series, the network said prior to its Thursday upfront presentation.

The network’s 2016-17 programming slate will feature 13 returning series as well as 100 live hours of premiere event coverage, including the popular Barrett-Jackson live auto auction event, said Robert Scanlon, General Manager of Velocity and Automotive Content.

“After launching more than four years ago Velocity’s new car smell isn’t fading,” Scanlon said in a statement. “Under our hood in 2016-17 are fan favorite franchises, exciting new series and electrifying live events powered by vibrant personalities, the most knowledgeable experts and riveting stories. The 50 million people – that’s one in six Americans – who self-identify as motor enthusiasts can continue finding the very best of the car world on Velocity.”

Among the new shows on the slate are Speed Is The New Black, which chronicles the development of fast, custom cars developed by Noah Alexander’s Classic Car Studio in St. Louis; Wild Rides Alaska, which marks the networks first foray into the world of trucks, and RMD Design, which features an urban automotive design and build shop, said network officials.

Returning shows include Junkyard Empire, Unique Rides, Bitchn’ Rides and Wheeler Dealers, said network officials. The network is 2017 will also offer 100 hours of live coverage of the Barret-Jackson autio auctions in Las Vegas, Scottsdale, Palm Beach and Mohegan Sun, said network officials. 

Velocity has named Discovery Communications veteran Roger Henry as its vice president of programming.

Henry will be responsible for overseeing the program strategy and scheduling of all original programming and acquisitions for the network, said Velocity officials. He will report to Robert Scanlon, general manager of Velocity and Automotive Content.

Most recently, Henry served as vice president of programming for Discovery Life and Discovery Family, where he was responsible for creating and executing the networks’ programming strategies, managing the day-to-day operations of the scheduling team, and overseeing the networks’ acquisitions strategy.

Henry has also served as a programming executive for several Discovery Communications networks including TLC, and Science Channel.

“Roger is a top programming executive with deep roots at Discovery,” said Scanlon in a statement. “His strategic and creative experience will be a valuable asset as we continue planting the Velocity flag as the number one destination for car fans here in the U.S., and globally under the Turbo banner with our partners at Discovery Networks International.”